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Pros and Cons of Bing Ads for Advertisers

Updated on October 12, 2012

Microsoft’s search engine company Bing plows along following the success of its Bing It On marketing campaign. Bing Ads is the new name for the company’s ad-center, previously called Microsoft adCenter and MSN adCenter. There are pros and cons for advertisers who choose Bing Ads.

Bing's adCenter gets a facelift

Bing’s adCenter was officially renamed Bing Ads on September 10. The service uses a pay per click (PPC) form of advertising on the search engines Bing and Yahoo!.

Bing and Yahoo! have a mutually signed 10-year agreement to work together and are two years into the partnership. Yahoo! Bing Network replaces Search Alliance.

Benefits for advertisers

An alternative to Google

Advertisers are likely excited that Bing provides them an alternative to Google. Not only is Bing another option, it is a highly successful one. A recent Forbes article explains that the Bing network has 34 percent of the US search market in the US, as of August 2012 study results.

While Google still has the majority, Microsoft is on a rising trend within the online market. Advertisers may just want to ride the wave of growing daily users on Bing and Yahoo!.

Ability to target ads

Another advantage for advertisers who choose Bing Ads is they can target ads to certain demographics. Advertisers get their ads in front of specific online users who are more likely to purchase the products and services.

Advertisers can target ads by location. Companies select specific locations to show an ad, such as certain cities or entire countries. Other filters for targeting ads are by age and gender, by device, and by day of the week or time of day. The PPC marketing filters are unique to Bing Ads.

Potential disadvantages


With rebranding, however, there are always risks for involved parties. Advertisers may not want to invest in the new Bing image for fear of the unknown. They may instead wish to go with stable Google, who has a solid reputation and is not undergoing the same type of maintenance.

Bing search engine or Google?


Google has a bigger market share

As well, advertisers may lean toward placing ads on Google pages because they still have a majority of the search engine market. In theory, a larger number of consumers are reachable on Google webpages than on Bing and Yahoo!.

Bing Ads is seeing major changes. The number of search engine users is rising, giving Microsoft a bigger chunk of the search engine market. Advertisers have pros and cons of using the services provided by the Microsoft search engine.


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    • 2besure profile image

      Pamela Lipscomb 4 years ago from Charlotte, North Carolina

      It is great to know that writers and website owners have another reasonable option to Google ads!

    • CrazedNovelist profile image

      A.E. Williams 4 years ago from Hampton, GA

      Christy this is very informative writing. Of course it always is with you. :) Thanks for sharing this! Can't wait to see you around the hubs!

    • Barbara Kay profile image

      Barbara Badder 4 years ago from USA

      This is interesting information. For some reason, I just don't get any traffic from Bing or Yahoo Search. I wonder if this wouldn't be a good option for my websites along with Google Ads though.

    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      Glad you are learning ignugent - I like to learn new things every day as well :)

    • profile image

      ignugent17 5 years ago

      Very interesting hub Christy. I am learning something everyday.

      Voted up and sharing. :-)

    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      Hi Michelle, Google and Bing have not partnered up but yes Bing is not giving Google a bit of a competition in the ads department. Stay tuned... :) Thanks for sharing too!

    • midget38 profile image

      Michelle Liew 5 years ago from Singapore

      Yes, this will give Google a little run for the money. We always here of Google......less about Bing. Glad that they've partnered up! Thanks for the share, which I share all over!

    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      Thank-you everyone for your thoughtful comments and questions as well. I see this is a hot topic right now as Bing rises in popularity in the ad market. I hope to write more related hubs to answer questions and here you offer good material for me to use. Thanks for taking time to read, comment, vote and share!

    • teaches12345 profile image

      Dianna Mendez 5 years ago

      I have heard that Bing is becoming widely used and making in-roads in search engine results and improving their image. Thanks for the update on Bing and the potential for using this tool. Voted up.

    • tobusiness profile image

      Jo Alexis-Hagues 5 years ago from Bedfordshire, U.K

      More competition must be good for the consumers, Google may always have the monopoly, but if we become pissed off with Google at least there are alternatives.

    • flashmakeit profile image

      flashmakeit 5 years ago from usa

      I trust Google products and tools more than any other search engine although I found this article of interest and very informative. Vote up!

    • bdegiulio profile image

      Bill De Giulio 5 years ago from Massachusetts

      Interesting. I have noticed more views from Bing lately which made me wonder where they stacked up against Google. Christy, you must be reading our minds. Great Hub. VU, sharing etc..

    • Janine Huldie profile image

      Janine Huldie 5 years ago from New York, New York

      Christy, do you know if you can use Bing ads for blogging or not? Never really heard of them before this, but definitely like that you can decide who you are advertising to. Have of course voted and shared all over!!

    • profile image

      chrisinhawaii 5 years ago

      I never really thought about whose ads show when somebody does an Internet search.

      So, when someone uses Bing to search for "ChristyWrites" and they come to one of your hubs, do they see Bing ads where the Google Adsense ads would be? And if so - and they click on one of those Bing ads - does that mean no earnings for Christy from that click...since it's not an Adsense ad?

      Now my head is spinning...anyway, that's an interesting hub, and I'd definitely read your future hubs on this topic, if you decide to go more in-depth on this.

      Voted up and shared. Aloha, Christy =)

    • Jackie Lynnley profile image

      Jackie Lynnley 5 years ago from The Beautiful South

      Would there be any advantage to being in early on the game or is that ignorant talk? lol I don't write for pay so although I allow a few ads on some of my writings, I haven't a clue.